Source: Editorial
By Jasmine Gailliard, Public Policy at UNC-Chapel Hill
It’s no secret that Gen Z has revolutionized how we interact with the world—especially regarding digital communication. Social media platforms like Instagram, TikTok, and X (formerly known as Twitter) have become more than just places to scroll through memes or to catch up with friends.
For many young voters, these platforms are now one of their primary sources of political information and debate. But with great power comes great responsibility, and as political memes, viral hashtags, and celebrity endorsements flood our feeds, it’s worth asking: How is social media truly shaping Gen Z’s vote?
During this election cycle, Kamala Harris speaks Gen Z’s language. By embracing the viral “BRAT” trend on TikTok, popularized by Charli XCX’s latest album, Harris’ campaign, Kamala HQ, is tapping into the unapologetic, self-assured energy that resonates with young voters. Memes, mashups, and sound bites from the campaign are circulating on platforms like Instagram and TikTok, fueling excitement around her candidacy in a way that feels authentic to Gen Z. In a time when social media trends can make or break cultural relevance, Harris’ ability to ride the “BRAT summer” wave may be the key to boosting Gen Z voter turnout and engagement this November.
But social media goes beyond campaign memes and viral trends. While Gen Z does watch traditional news, they often get their first glimpse of political updates through social media feeds. Platforms like Instagram, TikTok, and X deliver the day’s headlines in real-time, making them the primary way many young voters engage with current events.
Jeff Jackson, North Carolina’s District 14 representative and candidate for attorney general, understands this shift. His TikTok videos, which have garnered over 38 million likes, provide clear, empathetic breakdowns of political issues. Gen Z loves his approachable style, and his success shows how vital it is for candidates to meet young voters where they are. However, social media isn’t just about spreading information; it’s about mobilizing voters to take action. Gen Z has embraced the digital space to inspire each other to vote, with many sharing “I Voted” stickers or posts showing their participation. This peer-to-peer encouragement creates a ripple effect, sparking enthusiasm around elections.
Celebrity endorsements play a massive role in this process. Take Taylor Swift, whose recent endorsement of Kamala Harris ignited a surge in voter registration. After Swift’s Instagram post directing her followers to Vote.gov, more than 400,000 people clicked the link in just 24 hours—accounting for over half the site’s traffic that day. Swift’s ability to rally her fanbase showcases the power of high-profile celebrities in shaping voter turnout. For candidates like Harris, endorsements from cultural icons, paired with social media-driven trends, can be pivotal in getting Gen Z voters to show up at the polls.
While social media is a powerful tool for mobilizing voters, it also comes with serious risks—especially regarding misinformation. Gen Z, like all social media users, often consumes content from curated feeds, which algorithms design to show users what aligns with their existing beliefs. This creates echo chambers, where users are repeatedly exposed to a single perspective, similar to only watching partisan news stations. As a result, it becomes harder to find the complete picture to separate fact from fiction.
Compounding this issue, platform X has made it even more challenging to combat misinformation. Under Elon Musk’s ownership, the feature allowing users to report misleading information was removed, opening the door for unchecked falsehoods to spread. This is a dangerous development in an era where candidates and political movements can rise or fall based on the narrative crafted online.
Despite these challenges, social media has been a powerful tool. The 2020 election was a testament to the power of digital mobilization, with a record-breaking 159.8 million Americans casting their votes. A significant portion of these voters were young, with Gen Z playing an important role. Exit polls showed that 65% of voters aged 18 to 24 supported Joe Biden, making Gen Z the most supportive age group. Their turnout helped propel Biden to a historic victory, demonstrating how social media can empower younger generations to make their voices heard at the ballot box.
Beyond turnout, social media has also been instrumental in amplifying marginalized voices on critical issues. Movements like Black Lives Matter and #MeToo gained momentum through digital platforms, shining a light on racial justice, women’s rights, and police brutality. Social media’s global reach has also raised awareness of international conflicts, from the war in Ukraine to the Israeli-Palestinian conflict. Gen Z is not just voting through these platforms—they’re advocating, organizing, and pushing for change.
As we look ahead to this election, the impact of social media on Gen Z’s political engagement is undeniable. From mobilizing voters with viral trends like Kamala Harris’ “BRAT” moment to the surge in voter registration thanks to celebrities like Taylor Swift, it’s clear that this generation is ready to show up. While challenges like misinformation persist, Gen Z’s commitment to shaping the future remains strong. With Gen Z’s strong turnout in the 2020 election and their continued advocacy for justice, equality, and change, we can expect them to play a pivotal role once again. As campaigns adapt and engage with young voters where they are, we’re moving toward a future where Gen Z’s voice will shape elections, and the country, for years to come.
